Greg Gonzalez and Joe Cloyes | Founders of Youth To The People

In episode eighty five of the Glow Journal podcast, host Gemma Watts talks to the founders of Youth To The People, Greg Gonzalez and Joe Cloyes.

Cousins Greg Gonzalez and Joe Cloyes quite literally grew up in the beauty industry. 

What began as a hair salon, owned by their grandparents, grew to a line of professional aesthetics products that the family manufactured for and distributed to spas and salons right across the US. Greg and Joe grew up in the brand’s factory, playing amongst the packaging peanuts as children before coming to work for the family business full time upon graduating from college. 

As their shared interest in the beauty industry grew, so too did their fascination with the wellness space and, in particular, the growing superfood movement. Youth To The People began as an idea, a kale based Superfood Cleanser, and was built out to a sustainably produced, vegan, three step skincare routine, created entirely in house.

Youth To The People launched in 2015, and in December of 2021, L’Oréal finalised their acquisition of the brand as it clocked up a reported $50 million US in sales for the year. 

In this conversation, Greg and Joe share the incredible story behind their grandmother’s brand and how she recovered after being left with nothing, why they felt it was worth taking an initial financial hit in pursuit of creating a sustainable company, and what the L’Oréal brand acquisition will (and won’t) change for Youth To The People.


Follow Youth To The People on Instagram @youthtothepeople

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